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Praise for Marketing 6.0
"Immersive marketing is intended to transport the customer into a story until she is convinced that she is there herself. In the process, real and illusory stimuli mix to form a new kind of perceived reality. This book guides us into this futuristic marketing world. Truly enlightening and thought-provoking."
--HERMANN SIMON, Founder and Chairman, Simon-Kucher
"Virtual, immersive worlds are rising fast. Old models won't work in these new realities. Marketing 6.0 is the best guide yet for marketers who aspire to lead the future."
--ROB WOLCOTT, Co-Founder and Chairman, TWIN Global
"Always at least a step ahead, the most astute and accomplished of all marketing thought-leaders, Philip Kotler, and his long-time co-authors Hermawan Kartajaya and Iwan Setiawan, once again shine a light on the path forward in one of the most complex and challenging marketing eras ever. Marketing 6.0 comprehensively and convincingly shows how marketers can thrive in a time of transformative technology and unprecedented change."
--KEVIN LANE KELLER, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College
"Philip Kotler, the father of modern marketing, has the unique ability to identify emerging marketing trends and predict how they will change the business landscape. Marketing 6.0 is no exception. It outlines how the widespread adoption of augmented reality and virtual reality will impact the ways in which companies interact with their customers and explains why the future of marketing lies in creating immersive customer experiences."
--ALEXANDER CHERNEV, Professor of Marketing, Kellogg School of Management, Northwestern University
Praise for Marketing 6.0
"Immersive marketing is intended to transport the customer into a story until she is convinced that she is there herself. In the process, real and illusory stimuli mix to form a new kind of perceived reality. This book guides us into this futuristic marketing world. Truly enlightening and thought-provoking."
--HERMANN SIMON, Founder and Chairman, Simon-Kucher
"Virtual, immersive worlds are rising fast. Old models won't work in these new realities. Marketing 6.0 is the best guide yet for marketers who aspire to lead the future."
--ROB WOLCOTT, Co-Founder and Chairman, TWIN Global
"Always at least a step ahead, the most astute and accomplished of all marketing thought-leaders, Philip Kotler, and his long-time co-authors Hermawan Kartajaya and Iwan Setiawan, once again shine a light on the path forward in one of the most complex and challenging marketing eras ever. Marketing 6.0 comprehensively and convincingly shows how marketers can thrive in a time of transformative technology and unprecedented change."
--KEVIN LANE KELLER, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College
"Philip Kotler, the father of modern marketing, has the unique ability to identify emerging marketing trends and predict how they will change the business landscape. Marketing 6.0 is no exception. It outlines how the widespread adoption of augmented reality and virtual reality will impact the ways in which companies interact with their customers and explains why the future of marketing lies in creating immersive customer experiences."
--ALEXANDER CHERNEV, Professor of Marketing, Kellogg School of Management, Northwestern University
PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University's Kellogg School of Management. He's a bestselling author whose work has been translated into more than twenty-five languages.
HERMAWAN KARTAJAYA is the founder and chairman of M Corp, the leading marketing professional services firm in Southeast Asia.
IWAN SETIAWAN is the chief executive officer of Marketeers, Indonesia's leading marketing media. He's a marketing consultant with 20 years of experience helping over 100 clients in a variety of industries.
1 Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta 3
2 The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age 25
3 The Inevitability of Immersive Marketing: Five Micro-Trends Leading to Metamarketing 41
4 The Future of Customer Experience: Fusing Physical and Digital for Complete Immersion 59
Part II The Marketing 6.0 Enabler and Environment 81
5 Understanding the Tech Enablers: Five Fundamental Technologies Powering Up Metamarketing 83
6 Building Extended Realities: The Immersive Experience in Real Life 107
7 Tapping into the Metaverse: The Future Form of Social Media Platforms 131
Part III The Marketing 6.0 Experience 157
8 Multisensory Marketing: Delivering Immersive Experiences for the Five Senses 159
9 Spatial Marketing: Delivering Natural Human- Machine Interactions 185
10 Metaverse Marketing: Experimenting with the Next- Generation Engagement 209
Acknowledgments 235
About the Authors 237
Index 239
| Erscheinungsjahr: | 2023 |
|---|---|
| Fachbereich: | Betriebswirtschaft |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Seiten: | 247 |
| ISBN-13: | 9781119835219 |
| ISBN-10: | 1119835216 |
| Sprache: | Englisch |
| Herstellernummer: | 1W119835210 |
| Einband: | Gebunden |
| Autor: |
Kotler, Philip
Kartajaya, Hermawan Setiawan, Iwan |
| Hersteller: | Wiley John + Sons |
| Maße: | 236 x 162 x 25 mm |
| Von/Mit: | Philip Kotler (u. a.) |
| Erscheinungsdatum: | 12.12.2023 |
| Gewicht: | 0,52 kg |
PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University's Kellogg School of Management. He's a bestselling author whose work has been translated into more than twenty-five languages.
HERMAWAN KARTAJAYA is the founder and chairman of M Corp, the leading marketing professional services firm in Southeast Asia.
IWAN SETIAWAN is the chief executive officer of Marketeers, Indonesia's leading marketing media. He's a marketing consultant with 20 years of experience helping over 100 clients in a variety of industries.
1 Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta 3
2 The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age 25
3 The Inevitability of Immersive Marketing: Five Micro-Trends Leading to Metamarketing 41
4 The Future of Customer Experience: Fusing Physical and Digital for Complete Immersion 59
Part II The Marketing 6.0 Enabler and Environment 81
5 Understanding the Tech Enablers: Five Fundamental Technologies Powering Up Metamarketing 83
6 Building Extended Realities: The Immersive Experience in Real Life 107
7 Tapping into the Metaverse: The Future Form of Social Media Platforms 131
Part III The Marketing 6.0 Experience 157
8 Multisensory Marketing: Delivering Immersive Experiences for the Five Senses 159
9 Spatial Marketing: Delivering Natural Human- Machine Interactions 185
10 Metaverse Marketing: Experimenting with the Next- Generation Engagement 209
Acknowledgments 235
About the Authors 237
Index 239
| Erscheinungsjahr: | 2023 |
|---|---|
| Fachbereich: | Betriebswirtschaft |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Seiten: | 247 |
| ISBN-13: | 9781119835219 |
| ISBN-10: | 1119835216 |
| Sprache: | Englisch |
| Herstellernummer: | 1W119835210 |
| Einband: | Gebunden |
| Autor: |
Kotler, Philip
Kartajaya, Hermawan Setiawan, Iwan |
| Hersteller: | Wiley John + Sons |
| Maße: | 236 x 162 x 25 mm |
| Von/Mit: | Philip Kotler (u. a.) |
| Erscheinungsdatum: | 12.12.2023 |
| Gewicht: | 0,52 kg |
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